‘- The emerging payments industry trade body connects payments technology expertise with charitable activity to add real value
– Enables consumers to make small digital donations at POS effortlessly
London, 20th October 2015 – The Emerging Payments Association (EPA) is delighted to announce Pennies, the digital charity box, as its official Charity Partner. Through the partnership, the EPA will encourage those within the emerging payments community to enable charitable donations by card.
This innovative charity has revived the simple act of putting a few pennies in a charity box, by digitising the process for an increasingly cashless society; and it marked a huge milestone last month by hitting over 21 million micro-donations – benefiting over 100 UK registered charities. Pennies allows people to make small, affordable donations to good causes when paying by card, in an accessible, frictionless and convenient manner that fits with their lifestyles.
Tony Craddock, Director General of the EPA, feels that Pennies has latched on to an obvious opportunity in the move to digital payments. “The key to significant consumer adoption of a new payment tool is to make it simple and effortless,” says Craddock. “Pennies has identified an ideal point in the payment process to target the consumer, in a way that is familiar through tipping in restaurants. Given the complexity of the industry, the success of any emerging payments initiative relies on good collaboration with the right partners. The EPA is delighted to be playing its part in supporting a good cause through our community alongside our mission of advancing payment innovation.”
Pennies has developed a broad network of retail partners across a range of sectors who are happy to include the Pennies donation step in their payments process. Its current technology partners include Barclaycard, Verifone, HTEC, Global Payments and Worldpay.
Speaking at the Emerging Payments Awards 2015, held in London this month, Pennies CEO Alison Hutchinson urged more partners to become part of the Pennies movement, “Pennies is embracing the recent rapid advances in payments technology, from online shopping through to contactless and mobile payments, to revive the traditional charity box concept for a digital, increasingly cashless society. Thank you to the Emerging Payments Association for selecting us as their chosen charity; our association will help raise the profile of Pennies in this exciting and fast paced industry, and I urge the new innovative players to consider Pennies as a value added capability to enable social good, as they build their new technologies.”